Brand Tone

inspirational and assertive

Brand Values

• •Appreciation for Time
• •Affordable Quality
• •Focus and Ambition
• •Empowerment

Best Practices

• •Lead with the Core Message: Every piece of copy, from product descriptions to social media posts, should in some way tie back to the central theme of valuing time.
• •Use Strong, Action-Oriented Language: Employ verbs and phrasing that inspire and motivate, such as "command," "drive," "focus," and "invest."
• •Maintain a Confident and Assertive Tone: The brand's voice should be that of a mentor or a coach, encouraging customers to be their best selves.
• •Highlight Both Style and Substance: While the products are fashionable, the copy should always remind the customer of the deeper meaning behind the brand—the importance of their time and goals.
• •Address a Goal-Oriented Audience: Write with the assumption that the customer is ambitious, driven, and looking for brands that align with their personal journey of growth and success.

Social Perception

Customers generally perceive a positive product value for money, appreciating quality and style at affordable prices, and resonate with the brand's message about time. However, there is negative perception regarding logistics, specifically shipping delays.

Copy Examples

• •Your time is your most valuable asset. Don't just track it, command it. The new Axum Legacy Collection is here. Stay Focused and Mind Your Time®️.
• •They say success is a marathon, not a sprint. We say every second counts. Gear up with Axum apparel and make every moment an opportunity. #MindYourTime
• •The clock is always ticking. Are you making the most of your minutes? Our latest line of timepieces is designed for those who do. Shop now and own your time.
• •Style that speaks to your ambition. Quality that respects your budget. This is Axum-Store. Where every piece is a reminder to value your time.
• •Time is running out on this exclusive offer. For a limited period, invest in your focus with 20% off all watches. Because your goals can't wait.